While travelers continue to flock to well-explored hotspots like Paris, Bermuda, and Santorini, seasoned globetrotters know that some of the best trips happen in places that fly under the radar. Whether it’s a historic European city with an exploding arts scene or a tech-meets-art hub in Alabama, there are plenty of destinations ripe for discovery in 2025: You just have to know where to look.
And if anyone knows how to find these spots, it’s TV host Samantha Brown. With 25 years of travel experience across 65 countries and countless cities, Brown has perfected the art of seeking out hidden gems — places full of culture, charm, and incredible experiences, without the overwhelming crowds.
So where should we be venturing off to this year? Read on as Brown shares her top underrated destinations, how she finds them, and why sometimes the best trips happen just outside the spotlight.
Katie Couric Media: What’s the most underrated international destination on your radar right now?
Samantha Brown: Right now, Leipzig, Germany is on my radar. Germany is already a popular destination, especially among American travelers, but people tend to stick to places like Munich and Berlin.
Leipzig, however, is an amazing city with a thriving arts and music scene — Johann Sebastian Bach lived and composed many of his masterpieces here, teaching at St. Thomas Church for 30 years. Germans also consider Leipzig an artistic hub, with creatives moving in from Berlin as the latter gets more expensive. In fact, they’ve even nicknamed it “Hype-zig” because of its growing cultural impact.
So if you’re looking for a more-affordable but equally vibrant alternative to Berlin, Leipzig has it all —history, music, arts, and great energy.
What about any hidden gems in the U.S.?
There are so many! It’s really hard for me to pick just one because every place can be a travel destination. But one of my favorites is Portsmouth, New Hampshire. It’s a beautiful seacoast town founded in the mid-1600s, so it has that classic Colonial and Federalist architecture. The downtown is phenomenal, full of local shops, great restaurants, and a strong arts and music culture. There’s a jazz club that brings in New York City musicians, plus The Music Hall, which has been around for over 100 years and hosts plays, concerts, and musicals.
People often forget that New Hampshire has a seacoast — it’s small, about 11 miles, but it’s stunning year-round. And yes, I love the beach even in the winter! I know that’s a tough sell for some, but when it’s quiet, I swear it’s a lovely place to be.
Further south, Huntsville, Alabama is another unexpected gem. Most people don’t realize Huntsville is home to NASA — this is where the Saturn V rocket that took astronauts to the moon was built. The U.S. Space & Rocket Center is a Smithsonian-affiliated museum, and this is also the home of Space Camp (yes, the one from the movie).
But what makes Huntsville special is that it’s not just a tech town — it also has a thriving arts community. The largest privately owned building in the U.S. is in Huntsville. It used to be a factory that made boots for the Vietnam War, but now it houses more than 200 artist studios: You can wander through massive halls and watch people painting, making pottery, designing prints, or even crafting handmade chocolates. It’s such a cool blend of science, creativity, and affordability, and it totally blew me away.
How do you discover these lesser-known destinations?
One trick is to look at a state’s biggest city, then see what’s nearby. For example, everyone goes to Boston, but Portsmouth, New Hampshire is just an hour away and offers a completely different experience. You can stay in Portsmouth and day trip into Boston, enjoying the best of both worlds.
Another great approach is to think Where are all the crowds going? And what’s just outside that area? Sometimes, incredible places get overlooked simply because they sit in the shadow of bigger tourist hubs.
If you had to pick just one destination that deserves more attention, what would it be?
That’s a tough one! But Tulsa, Oklahoma really surprised me. I’m working on completing the entire Route 66, which turns 100 years old next year, and Tulsa totally knocked my socks off. I didn’t have many expectations, but I found a young, vibrant city with fantastic food, funky art, and a really cool energy.
Tulsa has a thriving arts and music community, and there’s even a food hall called Mother Road Market that’s completely non-profit. It serves as an incubator for small businesses, so when you eat there, you’re truly supporting local chefs and entrepreneurs.
Another place I love is Asbury Park, New Jersey. The Jersey Shore has a certain reputation (thanks, MTV), but Asbury Park is a totally different world. It’s one of the country’s great rock-and-roll towns — Bruce Springsteen still shows up to play at The Stone Pony. The boardwalk is full of character, the beach is beautiful, and the art and music culture is fantastic. New Jersey doesn’t always get the credit it deserves as a travel destination, but Asbury Park should absolutely be on more people’s radars.
Why should travelers embrace lesser-known destinations?
The biggest reason is that these places let you slow down and actually enjoy your trip. When you’re not rushing to check off the stops on an itinerary that everyone else is doing, you experience places differently. You have more authentic interactions, discover unique local spots, and support small businesses.
Travel doesn’t always have to be about bucket-list destinations — sometimes the most memorable trips happen in places you never expected.
Ready to explore the world beyond the obvious locales? If you’re looking for more affordable, culturally rich, and crowd-free destinations, take Brown’s advice: Go where the locals go, find the places just outside the main tourist hubs, and don’t be afraid to venture off the beaten path. You might just discover your new favorite city.
